Presentation on Branding a School by Dr.Rosetta Williams

1. Branding a School
Why is it
important ?

2. Institutional branding is meant to help
propel an institution…
…from its mission to its vision
by creatively conveying the
powerful strategy that will take
it from where it is to where it
wants to go

3. Institutional branding is meant to help
propel an institution…
…from its mission to its vision
Brands are created stimulated
and applied by people working
in organisation seeking to create
worthwhile experience for their
customers.

4. Key to unlocking the power of
your brand is involving your
employees.Take them with you through this
process and have a brand expert on
hand to help guide you. This does not
need to be costly or take up too much
time. However, once this is done, it
could set up a brand strategy for
your business that lasts for years.

5. Implementation of Branding
Start by Defining your brand
Review the product or service your school
offers, pinpoint the space in the market it
occupies and research the emotive and
rational needs and concerns of your
customers. Your brand character should
promote your business, connect with your
customer base and differentiate you in the
market.

6. Implementation of Branding
When building your brand, think of it as a person.
Every one of us is an individual whose
character is made up of beliefs, values
and purposes that define who we are and
who we connect with. Our personality
determines how we behave in different
situations, how we dress and what we say.
Of course for people it's intuitive and it's
rare that you even consider what your
own character is, but when you're
building a brand it's vital to have that
understanding.

7. Implementation of Branding
Consider what is driving your business.
What does it believe in, what is its purpose and who
its brand heroes are. These things can help establish
your emotive brand positioning and inform the
identity and character for brand communications.

8. Implementation of Branding
Aim to build long-term relationships with your
students / parents.
Don’t dress up your offering and raise expectations
that result in broken promises, create trust with
honest branding — be clear who your company is
and be true to the values that drive it every day.

9. Implementation of Branding
Speak to your students / parents with a consistent
tone of voice.
It will help reinforce the business’ character and
clarify its offering so customers are aware exactly
what to expect from the product or service.

10. Threats /
Challenges of
Branding

11. Implementation of Branding
Possible Strengths
• Specialist marketing expertise
• An innovative product or service
• The location of your business is
convenient for customers
• The reputation of the brand
• Not having a clear product
differentiation compared with
competitor’s offerings
• Weak distribution compared with your
competitors

12. Implementation of Branding
Possible weaknesses
• Not having a clear product
differentiation compared with
competitor’s offerings
• Weak distribution compared with your
competitors
• Not having enough online presence

13. Implementation of Branding
Potential opportunities
• Using advanced technology to develop
new products
•Growing demand from international
markets like China and India
• Using Facebook, Twitter and other
social media sites to reach new
customers

14. Implementation of Branding
Possible threats
• Competitors might introduce better
products and services at lower prices
•Changes in the economic environment
might reduce customer loyalty to
established brands
•Changes in customer tastes and
fashions can also be a problem

16. Brand position is a super
communication effect that tells the
consumer …
… what the brand is, who it is for, and
what it offer
This reflect the relationship between brand
positioning and the two core communication
effects of brand awareness and brand
attitude. To compare brand with its
competitor, we need to know what makes it
different

17. Promoting a Brand
Be an expert
Gather as much knowledge as possible about
networking, including events and groups, networking
skills, new ways of networking, the benefits of
networking, and so on.

18. Promoting a Brand
Share my expertise
This may mean offering free advice or information, or
mentoring or coaching, or pointing people in the right
direction for their own networking.

19. Promoting a Brand
Be well-connected and connect other people
I really need to be walking the talk — that means
being seen at events, moving around with ease, and
being able to connect people.

20. Promoting a Brand
Not become a networking bore
I'm more than just a networking expert and I don't
want people to think "Oh no, she's going to talk about
networking again". So I need to be prepared to have
conversations about a wide range of topics — which
adds to my being recognised as a good networker.

21. Promoting a Brand
Social Networking
Facebook, twitter, watsapp

22. Futuristic Digital Branding
Digital branding is a brand management technique
that uses a combination of internet branding &
digital marketing to develop a brand over a range
of digital avenues, including internet-based
relationships, device-based applications or media
content.

23. Futuristic Digital Branding
Create and Maintain Social media account
Both Parents and Students are looking at them an they want to
interact there
Get your school on the internet
Make a good school website – This is your first impression on
the digital world, it better be a good one
Market Your Digital Presence
Although It sounds little technical, but invest in a good agency
to get your website’s SEO, SMO & PPC done. Trust me – It
really does help

24. Branding plays
important role on
people
Time poverty
Knowledge void
Trust gap
Life style is making people cash rich, but time short.
This leave customer with little time for information
search and product evaluation. Brand offer effective way
of coping with their dilemma
The choice available to typical customer are getting
increasingly complex. It is difficult to make decision. A
typical customer lacks the knowledge needed to
appreciate and appraise the new category
A trust void seems to have arisen ,giving rise to felt uncertainty in
relationship

25. Summing Up..
… Brands are wealth generator of 21st
century.
In the new emerging business
scenario , brands are becoming the
most valuable assets that a business
can possess. Markets, which were
earlier protected ,are now being
liberalised. Competition are
customer friendly. It shift the
balance of power from seller to the
buyer. The result of competition is
that, products tend to suffer from
parity

26. For More Information ,
please logon to
www.rosettawilliams.in